YMYL
Topics that could significantly affect a person's health, financial stability, safety or wellbeing, held to a higher quality standard by…
ContentExperience, Expertise, Authoritativeness, TrustworthinessEAT
E-E-A-T
The framework in Google's Search Quality Rater Guidelines for assessing page quality: Experience, Expertise, Authoritativeness and Trustworthiness, with Trust at the centre.
In full
E-E-A-T is not a ranking factor or a score Google computes; it is the concept quality raters use to evaluate results, and Google says its automated systems are built to identify signals that align with it. The first E, Experience, was added in December 2022 to credit first-hand knowledge — having actually used the product, visited the place, lived the condition. Trust is described as the most important member of the family: the other three exist to support it. It matters most on YMYL topics, where the bar for demonstrated competence is highest.
Example
A review page adds original photographs, a named author with a verifiable track record, testing methodology and disclosure of how units were obtained.
Related terms
Search Quality Rater Guidelines
Google's published manual for the external human raters who evaluate search results, defining Page Quality, Needs Met and concepts like…
Helpful, reliable, people-first content
Google's stated content standard: content created primarily for people, that demonstrates first-hand expertise and leaves readers feeling…
Author authority
The credibility a named author brings to content, evidenced by verifiable expertise, publication history and presence across trusted…
Trust signals
The observable characteristics that make a site and its content credible: accurate information, transparent ownership, clear contact…
Where to read more
- Creating Helpful, Reliable, People-First Content · Guideline · developers.google.com
- Our Latest Update to the Quality Rater Guidelines: E-A-T Gets an Extra E for Experience · Landmark Post · developers.google.com
- Search Quality Evaluator Guidelines · Guideline · guidelines.raterhub.com